The Peninsula Hotels hires agency to build up digital identity

The Peninsula Hotels has appointed MullenLowe Profero following a pitch. The account will be led by MullenLowe Profero’s Hong Kong office, and is effective immediately.

The partnership will see eight offices from MullenLowe Profero’s global network collaborate to deliver digital assets and platforms for The Peninsula Hotels’ luxury properties across ten major cities.

Brought on to assist with strategy, creative execution and technical facilitation, MullenLowe Profero’s expertise will generate and realise various brand building, digital identity and online booking initiatives across The Peninsula Hotels’ global network. These developments form part of broader physical and digital enhancements The Peninsula Hotels is making to transform guest experiences.

The Peninsula Hotels’ VP of marketing, Rob Cheng, said appointing a dedicated digital partner is an essential step, as the brand looks to consolidate its reputation as premier global destination hotels.

“As the luxury hotel market continues to mature, our goal is to further distinguish ourselves as a leader in luxury hospitality. With a preeminent global presence in key metropolitan cities, we want to share the experiences our destinations offer with a wider audience, and we view strong digital channels as essential in achieving that,” he said.

“A seamless, refined and personalised digital presence is a key part of our group strategy, and MullenLowe Profero has shown a unique understanding of our brand’s DNA, providing the latest insights into luxury online, as well as relevant and applicable technologies. We look forward to further defining our digital vision with MLP, and continuing the partnership and enlivening The Peninsula Hotels’ digital footprint with innovative experiences, inspiring content and leading technologies,” Cheng continued.

MullenLowe Profero Hong Kong MD Radhe Vaswani added for brands with unique offerings, it’s becoming increasingly more important to create digital experiences with the same sense of occasion as physical ones.

“The Peninsula Hotels are a leading name in luxury destination hotels, and it’s been a hugely rewarding challenge to generate digital environments and assets to match their outstanding physical presence. From streamlining online bookings, to generating digital look and feel for the brand, the creative and strategic partnership will push both parties to new and exciting territory,” he said.